Question 1

The vast majority of products and services are likely to satisfy  -functional needs.  -psychological needs.  -personal needs.  -both personal and functional needs.

Accepted Answer

both personal and functional needs.

Question 2

When Catherine was considering different brands of jeans to buy, she limited the choices to three she would actually consider purchasing. These three brands make up her _____ set.  -universal  -retrieval  -purchase  - evoke - brand

Accepted Answer

evoked

Question 3

When she was looking for a new car, Francesca was considering both American and foreign made vehicles, but her father and boyfriend both encouraged her to buy American-made brands. Which of the following social factors explain this type of influence?   Culture  Temporal state  Lifestyle factors  Reference groups  Situational factors

Accepted Answer

reference groups

Question 4

Alternative evaluation often occurs while the consumer is engaged which step of the consumer purchase process  need recognition.  information search.  Purchase outcome behaviors.  product purchase.  post purchase evaluation.

Accepted Answer

information search

Question 5

Because not all purchase intentions result in an actual purchase, marketers calculate the _____ to measure how effectively a decision to purchase a specific product results in a completed purchase.  performance risk  compensatory decision rate  noncompensatory decision rate  decision heuristic  conversion rate

Accepted Answer

conversion rate

Question 6

Roberta works out at a health club, goes to yoga classes and reads magazines about women\'s health in order to satisfy her inner desires. Which of Maslow\'s needs is Roberta fulfilling?  Financial  Physiological  Safety  Love  Esteem

Accepted Answer

esteem

Question 7

The discrepancy between a consumer\'s actual state and desired state is associated with which of the following steps in the consumer decision process?  Need recognition  Information search  Alternative evaluation  Purchase  Post purchase

Accepted Answer

Need recognition

Question 8

When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their _____ set.  universal  retrieval  memory  evoked  brand

Accepted Answer

retrieval

Question 9

Ethan considered three important attributes when deciding where he would do his banking: the convenience of the location, hours of operation, and interest rates for CDs. In this situation, these three attributes are called  attribute sets.  evaluative sets.  evaluative criteria.  formative criteria.  alternative evaluation.

Accepted Answer

evaluative criteria.

Question 10

Kerry was in her grocery store and saw a display for a new organic yogurt. She had not planned to buy it, but decided on the spot to buy one and try it. Kerry\'s purchase represents  habitual decision making.  deep processing.  impulse buying.  high involvement processing.  extended problem solving.

Accepted Answer

impulse buying.

Question 11

According to the consumer decision process, after consumers recognize the need for a product, they then engage in  psychological need recognition.  an information search.  an evaluation of alternatives.  the purchase of the product.  post purchase behavior.

Accepted Answer

an information search.

Question 12

_____ pertain to the personal gratification consumers associate with the product or service.  Needs recognition  Functional needs  Demographic needs  Psychological needs  Personal needs

Accepted Answer

Psychological needs

Question 13

External agencies and government bodies publish safety ratings for cars to help consumers alleviate _____ risk.  performance  financial  physiological  social  psychological

Accepted Answer

physiological

Question 14

Land\'s End allows customers buying shirts to choose from a variety of fabrics, types of collar and sleeve, based on the customer\'s specific measurements, capitalizing on new technologies to mass customize its products and services. This is an example of  concentrated marketing.  segment marketing.  niche marketing.  micromarketing.  mass marketing.

Accepted Answer

micromarketing.

Question 15

Large firms with multiple offerings in a particular product category engage in _____ targeting strategies to obtain a bigger share of the market, increase the overall market for the product categories they sell, and to diversify their businesses.  mass marketing  micromarketing  concentrated  differentiated  undifferentiated

Accepted Answer

differentiated

Question 16

The Nike swoosh is an example of which of the following positioning tools to create a position for the brand that distinguishes it from its competitors?  Positioning based on product attributes  Positioning based on symbolism  Positioning against a specific competitor  Positioning using perceptual mapping  Positioning based on profit potential

Accepted Answer

Positioning based on symbolism

Question 17

Which of the following best describes the notion of \"market positioning?\"  The position that a company holds in the market in terms of size relative to competitors.  The process of increasing a firm\'s overall sales and as a result, increasing its market share.  The place the product occupies in consumer\'s minds relative to competing products.  The geographic location of the headquarters of a corporation.  A group of organizations that have similar wants and needs.

Accepted Answer

The place the product occupies in consumer\'s minds relative to competing products.

Question 18

When an organization selects a single, primary target market and focuses all its energies on providing a product to fit that markets needs it is using a(n) _____ targeting strategy.  undifferentiated  mass marketing  concentrated  differentiated  micromarketing

Accepted Answer

concentrated

Question 19

Lawn care products manufacturer Scotts, has developed easy-to-follow, annual lawn care programs to help homeowners develop thick, green lawns that will combat weeds, insects, and diseases. The specific steps that must be used and their timing vary based on climate. What type of segmentation should Scotts use as the basis to design these programs?  Behavioral  Demographic  Psychographic  Geographic  Geothermal

Accepted Answer

Geographic

Question 20

In order for segmentation strategy be successful, the customers in the segment must react similarly and positively to firm\'s offering, corresponding to which of the following criteria for evaluating segment attractiveness?  Substantial  Reachable  Responsive  Profitable  Identifiable

Accepted Answer

Responsive

Question 21

The publishing conglomerate, Conde Nast is able to purchase mailing lists of people who have bridal interests, knowing that its Modern Bride magazine customers are somewhat distinct from those who subscribe to GQ. In terms of evaluating segment attractiveness, this is a way of assuring the segment is  substantial.  responsive.  reliable.  profitable.  identifiable.

Accepted Answer

identifiable.

Question 22

During which step of the STP process do marketers ask whether the segment is identifiable, substantial, reachable, responsive, and profitable?  Evaluate segment attractiveness  Select segmentation method  Develop positioning strategy  Select target market  Establish overall strategy or objectives

Accepted Answer

Evaluate segment attractiveness

Question 23

Which step in the STP process develops descriptions of the different segments, which helps firms better understand the customer profiles in each segment?  Establish overall strategy or objectives  Select segmentation method  Develop positioning strategy  Evaluate segment attractiveness  Select target market

Accepted Answer

Select segmentation method

Question 24

General Motors targets several different market segments and designs separate automobile makes and models for each. This is an example of  undifferentiated marketing.  mass marketing.  concentrated marketing.  differentiated marketing.  micromarketing.

Accepted Answer

differentiated marketing.

Question 25

_____ is a tool used to visually display how consumers perceive the position of products or brands in the market on different dimensions relative to competitors.  An ideal point  An optimal point  A competitive map  A perceptual map  Competitive positioning

Accepted Answer

A perceptual map

Question 26

In order for the ______ criteria to be met when evaluating segment attractiveness, the consumer must know the product or service exists, understand what it can do for him or her, and recognize how to buy it.  substantial  identifiable  reachable  responsive  profitable

Accepted Answer

reachable

Question 27

Volvo is known for its superior safety and performance features. They focus their communication efforts to reinforce this perception. This is an example of   positioning based on product attributes.  positioning based on symbolism.  positioning against a specific competitor.  positioning using perceptual mapping.  positioning based on profit potential.

Accepted Answer

positioning based on product attributes.

Question 28

Behavioral segmentation based on when a product or service is purchased or consumed is called _____ segmentation.  occasion  lifestyle  demographic  psychographic  location

Accepted Answer

occasion

Question 29

Market growth, market competitiveness, and market access are all important factors in analyzing which criteria of segment attractiveness?  Substantial  Identifiable  Reachable  Responsive  Profitable

Accepted Answer

Profitable

Question 30

When everyone might be considered a potential user of its product, a firm likely uses a(n) _____ targeting strategy.  one-to-one  differentiated  concentrated  undifferentiated  micromarketing

Accepted Answer

undifferentiated

Question 31

When a firm evaluates its overall mission, including its strengths, weaknesses, opportunities, and threats, it is engaged in which step of the segmentation targeting and positioning process?  Establishing overall strategy or objectives  Determining segmentation methods  Evaluating segment attractiveness  Selecting the target market  Developing the positioning strategy

Accepted Answer

Establishing overall strategy or objectives

Question 32

A manufacturer of t-shirts concentrates all its efforts on cost containment by offering the product in only one size but in a variety of colors, using a one-size-fits-all approach. This involves a _____ targeting strategy.  one-to-one  mass marketing  concentrated  differentiated  micromarketing

Accepted Answer

mass marketing

Question 33

The _____ indicates where a particular market segment\'s ideal product lies on the perceptual map.  ideal point  optimal point  value proposition  equilibrium point  target market

Accepted Answer

ideal point

Question 34

Mr. Dennison knows each and every child who comes in to his Kumon reading center, and prides himself on knowing how he can personally address each of their reading challenges. What type of market coverage strategy is Mr. Dennison employing in his business?  Mass marketing  Segment marketing  Niche marketing  Micromarketing  Concentrated marketing

Accepted Answer

Micromarketing

Question 35

_____ segmentation, the most common means to define segments, involves defining groups based on characteristics such as age, gender, income, and education.  Geographic  Demographic  Psychographic  Geodemographic  Lifestyle

Accepted Answer

Demographic

Question 36

The positioning strategy can help communicate a brand\'s _____, representing the unique value provided to customers.  benefits segmentation  value proposition  segmentation method  targeting strategy  market share

Accepted Answer

value proposition

Question 37

What is the first step marketers use to derive a perceptual map?  Identify competitors\' positions  Determine consumers\' perceptions and evaluations of the product or service in relation to competitors  Monitor the positioning strategy  Identify the market\'s ideal points and size  Determine consumer preferences

Accepted Answer

Determine consumers\' perceptions and evaluations of the product or service in relation to competitors

Question 38

Jack describes himself as having a strong need to belong to a group, which motivates him to seek out activities that involve others. Marketers would use this type of information when developing _____ segments.  niche  geographic  demographic  psychographic  geodemographic

Accepted Answer

psychographic

Question 39

Francesca spent a lot of time shopping for her wedding dress, spending considerable time and effort visiting some of the finest bridal shops in the area. For Francesca, her wedding dress is a(n) _____ product.  convenience  unsought  specialty  shopping  augmented

Accepted Answer

specialty

Question 40

Nike, KitchenAid and Sony are all examples of the use of _____ brands.  manufacturer  private-label  premium  generic  copycat

Accepted Answer

manufacturer

Question 41

For most products, the UPC code would be located on the _____ package.  primary  secondary  extended  inside  principal

Accepted Answer

secondary

Question 42

If a firm deletes an entire product line, it has   increased its depth.  decreased its depth.  increased its breadth.  decreased its breadth.  diversified.

Accepted Answer

decreased its breadth.

Question 43

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is referred to as  brand equity.  market value.  brand awareness.  perceived value.  brand associations.

Accepted Answer

brand equity.

Question 44

Companies like Tiffany\'s go to great lengths to protect themselves through the use of trademarks and copyrights. This best represents which of the following advantages of branding?  Brands facilitate purchases.  Brands establish loyalty.  Brands protect from competition.  Brands can reduce marketing costs.  Brands are assets.

Accepted Answer

Brands are assets.

Question 45

When Megan purchased several bottles of Pepsi beverages and snacks to bring to her family\'s holiday celebration, it represented the purchase of   consumer products.  specialty services.  shopping products.  sought products.  unsought goods.

Accepted Answer

consumer products.

Question 46

The complete set of Kellogg\'s offerings, representing its _____ includes ready-to-eat cereal, toaster pastries, wholesome portable breakfast snacks, cookies, crackers, and natural and organic brands.  product line  product mix  marketing mix  product variability  brand extension

Accepted Answer

product mix

Question 47

In a failed attempt at extending its brand to a new product line, Bic introduced a line of disposable underwear. The brand extension adversely affected consumers\' perceptions about its current product lines, this could lead to  rebranding.  co-branding.  product labeling.  brand licensing.  brand dilution.

Accepted Answer

brand dilution.

Question 48

The majority of the brands marketed in the United States are _____ brands.  store  generic  copycat  premium  manufacturer

Accepted Answer

manufacturer

Question 49

The earning potential of a brand over a 12 month period is known as its  price potential.  asset base.  market value.  market share.  market equity.

Accepted Answer

market value.

Question 50

Introduced in 1920, Band-Aid now has more than 40 products for first aid, including adhesive bandages and the Liquid Bandage. Band-Aid has, over the years, increased its  product line depth.  brand dilution.  product line breadth.  brand extension.  co-branding.

Accepted Answer

product line depth.

Question 51

As the size of retail firms has increased through growth and consolidation, more retailers have developed_____ merchandise,which they use to establish a distinctive identity.  generic  copycat  private-label  manufacturer  co-branded

Accepted Answer

private-label

Question 52

When the bicycle manufacturer, Trek determined that some consumers use bikes for green transportation, whereas others use them for a thrilling hobby, they were most likely assessing the _____ of its bicycles to consumers.  brand equity  associated services  brand awareness  core customer value  physical characteristics

Accepted Answer

core customer value

Question 53

Brand equity is determined by four aspects of a brand. Which of the following is NOT one of the four aspects?  Brand awareness  Perceived value  Brand associations  Brand quality  Brand loyalty

Accepted Answer

Brand quality

Question 54

The Victorinox Swiss Army Company is well known for its Swiss Army knives. The company also makes and markets its Swiss Army brand of watches, travel gear, cutlery and even fragrances. This represents a _____ strategy.  brand repositioning  co-branding  brand extension  line extension  brand dilution

Accepted Answer

brand extension

Question 55

The primary federal agency that review food and package labels to ensure that the claims made by the manufacturer are true is the  Package Labeling Bureau.  Food and Drug Administration.  Federal Trade Commission.  American Marketing Association.  Consumer Protection Agency.

Accepted Answer

Food and Drug Administration.

Question 56

In response to increased consumer demand for healthful beverages, companies like Coca-Cola and Pepsi introduced new product lines like fruit juice to _____ their product mix.  increase the depth of  decrease the depth of  increase the breadth of  decrease the breadth of  consolidate

Accepted Answer

increase the breadth of

Question 57

Insurance companies expend a lot of effort marketing their offerings, mainly due to the fact that insurance is _____ that consumers don\'t normally think about much.  a specialty product  a shopping product  a convenience product  an unsought product  an augmented product

Accepted Answer

an unsought product

Question 58

Poland Springs produces a variety of bottled water beverages, and as the market continues to show growth potential for new flavors and varieties of bottled water, the company should _____ its product lines.  increase the depth of  decrease the depth of  increase the breadth of  decrease the breadth of  consolidate

Accepted Answer

increase the depth of

Question 59

When marketers carefully develop a set of product attributes such as the brand name, features/design, and quality level of an offering, they are developing the  actual product.  associated product.  associated services.  augmented product.  core customer value.

Accepted Answer

actual product.

Question 60

_____involves a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee.  Brand equity  Brand licensing  Brand awareness  Co-branding  Brand associations

Accepted Answer

Brand licensing

Question 61

Brian never spends a lot of time or thought picking up lunch when he is at work. For him, lunch items would be considered to be _____ products.  service  unsought  specialty  shopping  convenience

Accepted Answer

convenience

Question 62

When marketers develop nonphysical aspects of an offering by adding warranties, financing and after-sales service, they are focusing on the  core customer value.  actual product.  augmented product.  segmented product.  secondary product.

Accepted Answer

augmented product.

Question 63

Kellogg\'s has a variety of brands in its cookies and crackers _____, including Cheez-Its, Keebler Townhouse Club crackers, Famous Amos cookies, and Keebler Fudge Shoppe.  product line  product mix  marketing mix  augmented products  brand extension

Accepted Answer

product line

Question 64

The _____ stage of the new product development process requires tremendous financial resources and extensive coordination of the marketing mix to roll out the product.  market testing  concept testing  product launch  idea generation  product development

Accepted Answer

product launch

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